Monday, 13 February 2012
Advanced search

 

CHOWNEY ON REPUTATION

How politicians should use the web to talk to voters

Mon, 15 Mar 2010 | By Vikki Chowney

Last week, for the second time in a month, I watched a British politician attempt to use a campaign strategy based on the Obama campaign, only to overshoot and be dismissed as foolish.

Although not strictly online-specific, David Cameron decided to use the same slogan as the US President (’Vote for change’) but has so far failed to back it up with any of the tactics that allowed Obama to reach people previously apathetic about voting.

On Thursday, Labour MP Derek Wyatt then made the suggestion that Gordon Brown should parallel Obama’s Weekly Address video and talk to voters at the same time each week via a webcast. Wyatt, who bills himself as the first MP to have a mobile app (available on the iPhone, it allows users to track what he’s doing in their area, as well as tell him if something’s bothering them locally), says that if he wasn’t standing down he would run his own re-election campaign “almost exclusively online”.

He’s quoted as saying he would invite constituents to an online meeting in the evening, instead of knocking on doors between 9am and 5pm, when hardly anyone’s in. He seems convinced this is the way to win. But is his success only relevant within his local area or could Wyatt’s idea for the Prime Minister really make a difference in terms of inspiring people to vote?

In a debate held at the Chartered Institute for IT recently, bloggers and political commentators discussed whether the internet will determine the outcome of the next election. The consensus was that though social networking would be important, mass media would still have the most influence. Judging by the online activity of all three major political parties, this assumption is correct.

But it’s a shame because there’s so much potential. Although the panel at the debate criticised Wyatt’s proposal, saying it wouldn’t be relevant here, we too have lethargic voters (many of whom are younger, judging by 19-year-old Sian Anderson’s recent column in The Guardian, ’I’m young, I’ve never voted, and I probably never will’). Like it or not, this demographic responds well to being spoken to in an appropriate way and via an appropriate channel.

I’m obviously already convinced by the power of online, but I disagree with the sentiment that it’s only good for fundraising in this country from a political perspective. Any method of communication is only as good as what you do with it, and no one in the UK has got it right yet. If you leverage something correctly, it becomes much more relevant. The Weekly Address idea could be a great way to get people interested again if it’s interactive. But there would need to be genuine questions from voters selected transparently for it to work well and not simply become another party broadcast.

Related Links

New Media Age is not responsible for the content of external internet sites.

Related Articles

Readers' comments (6)

  • Graham.Creative. | Tue, 16 Mar 2010 1:49 pm

    This is spot on, and something I'd love to get involved in fixing.

    I also published a look at this story yesterday on my blog. It gets my goat. Read my take on it here:

    http://www.GrahamCreative.me/politicalparty

    Unsuitable or offensive? Report this comment

  • Eric | Tue, 16 Mar 2010 1:59 pm

    The buy-in to vote for younger people has to come from people they respect, admire and want to emulate. From the articles referenced and other media from the UK, it seems there are no role models in local politics. An iPhone app and a twitter account doesn't make a politician appeal to younger people. Obama got younger people in the US excited about opportunity and gave us a renewed sense that the system can work - but only if we are the ones working the system. People have to want to listen to the person giving the address for an it to work. If I don't like a show, I am not going to watch it on a computer or phone if I would not watch it on a tv...a bad show is a bad show no matter how it is delivered.

    Unsuitable or offensive? Report this comment

  • Nikki Langley-Essen | Tue, 16 Mar 2010 3:35 pm

    Hi Vikki

    We (The Smith Institute) are running an event on IT and Elections that might be of interest to you or some of your followers (details below).

    'Election 2010: The 'IT' Election?'
    Tuesday 30th March 2010
    1815 for 1830hrs (Central London venue - details sent in confirmation)
    Speakers:
    Tom Watson MP
    Will Straw (Editor, Left Foot Forward)
    Paul Morris (Head of Government Affairs, Microsoft Ltd)
    Alberto Nardelli (Chief Executive, Tweetminster)
    Sam Coates (Deputy Head of New Media, Conservative Party)
    To reserve a place, please contact nikki@smith-institute.org.uk / 020 7823 4236.

    Best wishes

    Nikki

    Unsuitable or offensive? Report this comment

  • Eric | Tue, 16 Mar 2010 6:43 pm

    The buy-in to vote for younger people has to come from people they respect, admire and want to emulate. From the articles referenced and other media from the UK, it seems there are no role models in local politics. An iPhone app and a twitter account doesn't make a politician appeal to younger people. Obama got younger people in the US excited about opportunity and gave us a renewed sense that the system can work - but only if we are the ones working the system. People have to want to listen to the person giving the address for an it to work. If I don't like a show, I am not going to watch it on a computer or phone if I would not watch it on a tv...a bad show is a bad show no matter how it is delivered.

    Unsuitable or offensive? Report this comment

  • Philip Sheldrake | Tue, 16 Mar 2010 7:07 pm

    Vikki, you are 100% spot on. There is a lack of imagination amongst the UK politico about how to go about engaging and influencing the electorate online.

    And of course, such things are always easier said than done. So that's why a group of us have got together to see how we can use social media this election time to make an apolitical point.

    For more information:

    1. http://www.invincecable.org.uk (due to be relaunched in the next 24-48 hours)

    2. http://invincecable.wikispaces.com/the+landing+page

    3. #invincecable

    Time will tell.

    Unsuitable or offensive? Report this comment

  • Anonymous | Tue, 23 Mar 2010 11:21 am

    As a young person myself, I know my generation wants to vote but we are just to lazy to go to the poll stations. We are a generation that prefers to do things on our computer and phones. If only voting could have been made via computer and phones then very young person would vote.

    Unsuitable or offensive? Report this comment

Have your say

Mandatory
Mandatory
Mandatory
Mandatory

Most popular

Most commented

Most emailed